Research On Evaluation Model Of Original Clothing Brand Competitiveness

The State encourages the innovation and entrepreneurship,promote the artisan spirit,called for the revival of traditional culture,enhance cultural self-confidence and national self-confidence of the environment,more and more design talents emerge and young individuals of individuality and fashion demand increase,promote the domestic many have their own brand of amaranth(i.e.brand DNA).Original clothing brand.Before this study began reading the relevant literature,analyzes the formation mechanism of the original garment brand competitiveness original clothing brand competitiveness and consumer perspective;then,based on the research of relevant scholars,selected 29 factors which may influence the original clothing brand consumer choice from a consumer perspective,the design of the questionnaire,through the online questionnaire the results collected,obtained the weight of various factors affecting the original clothing brand competitiveness from the perspective of consumers using principal component analysis;then,combining with the objective circumstances,competitiveness evaluation was used to build the original clothing brand model;through the "Ellassay" and "JNBY" and " V·GRASS" three more successful cases the forming of brand competitiveness to verify and correct the model,finally obtains the consumers from the perspective of the original.Evaluation model of brand competitiveness.It is clear from the model that the biggest determinant of whether consumers choose the original clothing brand is the brand's product.Finally,it explores the strategies for enhancing the competitiveness of most of the original clothing brands,and puts forward practical suggestions for the specific problems of the case companies.